How To Use Sam.gov To Win Contracts in 2026

If you’re serious about winning government contracts in 2026, it’s time we talk about one of the most misunderstood tools in federal sales — SAM.gov.

Now, I know what you’re thinking: “Rick, isn’t SAM.gov where all the contracts are?”

Technically, yes. But here’s the truth that most people miss: SAM.gov is not where you start if you want to win government business. In fact, starting there is one of the biggest mistakes new contractors make.

Before you ever log in and start chasing solicitations, there are several critical steps that can make or break your success in the federal market.

In this post, I’ll break down:

• How to know if the government actually buys what you sell

• Why the federal sales cycle is much longer than commercial sales

• The real purpose of SAM.gov and when to use it

• And why you must avoid “middleman” contracting models at all costs

Let’s dive in.

The #1 Rule: Don’t Start with SAM.gov

The biggest misconception about government contracting is that you can just hop on SAM.gov, find a solicitation, submit a proposal, and land a contract.

I wish it were that simple.

The truth is, you shouldn’t start with SAM.gov at all.

Before you spend a single minute reading solicitations, you need to confirm that the government actually buys what you’re selling. Otherwise, you’re just throwing darts in the dark.

The good news? There’s a powerful (and free) tool that tells you exactly what the government spends money on — and with whom. It’s called USASpending.gov.

This site tracks nearly every federal dollar spent, across every agency. You can look up your product or service and instantly see which departments are buying it, how much they’re spending, and who they’re buying it from.

If you can’t find spending data that matches your offer, that’s your first red flag. It means the government either doesn’t buy what you sell or buys it under a different name or category.

Pro tip: If you’re not sure what keywords or product codes to use, start by researching NAICS and PSC codes for your industry. It’s the foundation for targeting the right opportunities.

The Federal Sales Cycle: Patience Required

Here’s another big shocker for new contractors — government sales cycles are long.

I’m not talking about a few weeks or months like you’d see in the commercial world. I’m talking 12 to 18 months on average.

That means from your first outreach to an agency, to the moment you actually win a contract, it could be over a year before you see revenue.

Government contracting isn’t fast. It’s not flashy. But it is incredibly rewarding — if you play the long game.

The key is to go in with a strategy. Understand that success comes from relationships, timing, and persistence, not from spamming bids on SAM.gov and hoping something sticks.

When I worked as a procurement officer managing billions in defense contracts, I saw this pattern repeatedly. The companies that consistently won contracts weren’t the ones submitting the most proposals — they were the ones that built trust early and understood what each agency needed before a solicitation ever hit SAM.gov.

Avoid the “Middleman” Trap

One of the biggest mistakes I see people make is trying to act as a middleman between the government and real contractors.

They don’t have a product or service of their own, so they try to “broker” deals — offering to connect buyers with suppliers and take a cut.

Here’s the hard truth: that model doesn’t work in government contracting.

It’s risky, unprofitable, and often crosses ethical and legal lines. The government wants to work with entities that can perform, deliver, and be held accountable — not intermediaries.

If you don’t have your own product or service yet, that’s okay. Just don’t jump into federal contracting prematurely. Start with something tangible.

You can:

• Build a B2B or B2C business first to establish a track record.

• Or become a consultant helping other businesses navigate the government market.

Once you’ve got a foundation, then consider registering in SAM.gov and pursuing federal contracts.

Rule #2: Understand Who Buys What You Sell

Before you engage on SAM.gov, you need to know which agencies buy your product or service, how they buy it, and whether you can realistically meet their contracting requirements.

This means doing research, not guessing.

On USASpending.gov, look at past contracts. Who awarded them? Which contracting offices handled them? What contract vehicles did they use (GSA Schedule, IDIQ, etc.)?

That information will tell you where to focus your efforts and who you should start building relationships with.

Don’t waste time chasing contracts from agencies that have no track record of buying what you sell. Go where the money already flows.

Rule #3: Start with “Sources Sought” and RFIs

When you’re finally ready to start using SAM.gov, don’t go straight to the “active solicitations.”

Instead, look for “Sources Sought” and “Request for Information (RFI)” notices.

These aren’t official bids — they’re part of the market research phase where the government is gathering information and shaping future solicitations.

And here’s why they matter:

• They let you introduce yourself early in the process.

• You can influence the requirements legally by explaining your capabilities.

• You start building trust with contracting officers and program managers.

Engaging in this phase can position you as a trusted advisor before the competition even knows an opportunity exists.

This is where relationships start, where visibility grows, and where real opportunities are created.

Government Contracting Is About People, Not Portals

It’s easy to look at SAM.gov and think of it as a faceless system. But behind every contract and every posting, there are real people — program managers, contracting officers, and specialists.

They have missions, deadlines, and problems to solve. They’re not looking for the cheapest vendor; they’re looking for partners who make their jobs easier and deliver results.

Your goal as a contractor is to make their lives easier. When you demonstrate that — through professionalism, consistency, and communication — you stop being just another name on a proposal. You become a go-to resource.

Procurement Mechanisms: Know How the Game Is Played

Different agencies buy differently. Some rely heavily on GSA Schedules, others on IDIQs, BPAs, or sole-source awards.

Understanding which mechanisms are used in your target market gives you a huge strategic advantage.

You don’t want to spend months writing proposals for contracts you’re not eligible for or that require vehicles you don’t have access to. By understanding these systems early, you can plan your entry point and avoid costly mistakes.

Training and Strategy: The Real Differentiator

Government contracting isn’t something you can wing. It’s a professional discipline that rewards preparation and consistency.

That’s exactly why I built GovClose — to help small businesses and consultants learn how to sell to the government the right way.

We teach:

• How to analyze data from tools like USASpending.gov

• How to identify and engage the right agencies

• How to respond to market research notices

• How to structure a business to meet contracting requirements

• And how to build a sustainable, long-term government sales pipeline

You don’t need to reinvent the wheel. You just need the right strategy, tools, and support to execute effectively.

Bringing It All Together

Here’s the bottom line:

SAM.gov is a powerful tool — but only when used at the right time, in the right way.

If you start there, you’ll waste time chasing contracts you’re not ready for. If you use it strategically — after verifying demand, understanding your market, and building relationships — it becomes one of the most valuable platforms in your business.

Winning in federal contracting isn’t about luck or guesswork. It’s about research, patience, and execution.

Do the groundwork, build relationships early, and when you finally log into SAM.gov, you’ll be ready to compete — and win — on your terms.

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